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Tom Hanks has warned that unauthorized advertisements are using AI-generated versions of his likeness, name, and voice to sell products he does not endorse. The phrase “stealing his face” is headline shorthand: the documented issue is digital impersonation, not proof that his physical identity was literally stolen.
Two separate warnings, not one incident
Hanks first warned followers in October 2023 about an advertisement featuring an AI-generated or digitally manipulated version of him promoting a dental plan. He said he had nothing to do with the ad. ABC News reported his warning at the time.
In August 2024, Hanks issued another warning about online advertisements falsely using his name, likeness, and voice to promote purported “miracle cures” and “wonder drugs.” He told followers not to be fooled or swindled. The advertisements’ medical claims should not be treated as evidence that Hanks endorsed, tested, or approved the products. ABC News reported the second warning.
The Federal Communications Commission also cited an unauthorized video using Hanks’s voice to promote dental plans, describing it as a scam in its 2023 AI robocall inquiry. That confirms the broader consumer-protection concern, but it does not establish that every ad using Hanks’s image came from the same advertiser or used exactly the same technology.
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What “deepfake” means here
“Deepfake” is a broad term rather than a precise description of one production method. A fraudulent endorsement may involve:
- face replacement or a synthetic face;
- an AI-generated or cloned voice;
- lip-sync manipulation;
- a real interview edited into a new commercial context; or
- a still image combined with fabricated text, testimonials, and a fake sales page.
From the finished advertisement alone, it is not always possible to determine which technique was used. Hanks’s warnings establish that the material was unauthorized; they do not technically verify the exact generation process behind every clip.
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How a fake celebrity endorsement becomes a scam
The deception works by building a trust chain:
- A famous face lowers a viewer’s skepticism.
- A familiar voice makes the message sound authentic.
- A health, investment, or financial promise creates urgency.
- Targeted social-media advertising makes the offer appear professionally distributed.
- A link sends the viewer to a lead-generation page, fake retailer, subscription trap, or payment form.
Some campaigns may seek money immediately. Others may first collect names, phone numbers, medical details, card information, or email addresses and sell those leads or use them for later fraud. The presence of a celebrity image does not show that the celebrity, product maker, or platform authorized the campaign.
Why medical ads deserve extra caution
Fake medical endorsements can cause more harm than an ordinary counterfeit sale. Someone may delay proper treatment, buy an unsafe or counterfeit product, disclose sensitive health information, or unknowingly enroll in recurring charges. Do not rely on a celebrity-looking video to assess a product’s safety, effectiveness, approval status, or seller.
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Before you click or buy
Use independent verification rather than trying to decide whether the video “looks real.”
- Do not use the advertisement’s link to verify it. Open a new browser tab and find the company through an independently sourced website.
- Search the company and product name with terms such as “scam,” “complaint,” and “refund.”
- Check the celebrity’s verified accounts and official representatives. This is useful evidence, though silence alone is not conclusive: legitimate licensed campaigns may not appear on a personal feed.
- For medical products, confirm the seller, licensing, and applicable regulatory information through trusted health or pharmacy sources.
- Read trial-period, shipping, cancellation, and recurring-billing terms before entering payment details.
- Prefer payment methods with dispute protections. Never pay an unsolicited offer with cryptocurrency, gift cards, wire transfer, or another difficult-to-reverse method.
- Do not send money because a celebrity-looking message says the opportunity is secret, guaranteed, or available only for a few minutes.
Red flags in the ad and landing page
- Claims involving a “miracle,” “secret,” “guaranteed,” or unusually rapid result.
- Pressure to act immediately.
- Fake news branding, counterfeit logos, fabricated testimonials, or a countdown timer.
- A domain unrelated to the celebrity or an identifiable, legitimate business partner.
- Requests for excessive medical, identity, or financial information.
- Unexpected recurring billing or a vague “free trial.”
- Awkward lip-syncing, unnatural blinking, inconsistent lighting, distorted teeth, or strange hands.
Visual clues can be useful, but they are not a reliable authentication test. Better synthetic media may contain few obvious imperfections, and authentic footage can be edited deceptively. AI-detection tools also produce false positives and false negatives; they should not be treated as proof.
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A verification badge or placement on a major platform is not a guarantee that an advertisement is endorsed by the person shown. Conversely, a legitimate licensed campaign may not be promoted from the celebrity’s own account.
If you already paid or shared information
- Contact your card issuer or bank immediately and ask whether the transaction can be stopped or reversed.
- Cancel recurring billing with the seller and, where possible, through the payment provider.
- Change any password entered on the site, especially if it was reused elsewhere. Turn on multifactor authentication.
- Monitor bank, card, email, and identity-theft activity.
- Save screenshots, the advertisement, URL, receipts, messages, seller details, and transaction records.
- Report the incident at ReportFraud.ftc.gov. If sensitive identity information was exposed, use IdentityTheft.gov.
- If cryptocurrency was sent, contact the exchange or wallet provider immediately, although recovery may be difficult.
Be cautious of anyone who contacts you promising a guaranteed refund for an upfront fee. People who have already lost money are frequent targets of follow-up “recovery” scams. The FTC’s imposter-scam guidance recommends independently verifying suspicious requests using contact information found through a trusted source.
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The legal and regulatory limits
AI makes impersonation easier and more convincing, but it does not create one universal legal rule governing every fake celebrity advertisement. Depending on the jurisdiction and facts, a case may involve publicity rights, name-and-likeness protections, deceptive advertising, fraud, copyright, trademark, contract terms, or platform policies. Rights in a person’s face, voice, name, and likeness vary by location and by the specific use.
In February 2024, the Federal Trade Commission proposed expanding its impersonation protections to cover impersonation of individuals, not only governments and businesses. The FTC has also warned that AI-generated deepfakes and voice cloning can intensify impersonation fraud. The FCC’s materials similarly identify AI-enabled deception as a consumer risk. Lawmakers have used the fake Hanks dental endorsement as an example in proposed legislation, but that does not mean one federal statute automatically resolves all celebrity deepfake disputes.
The FTC reported $3.5 billion in reported losses to impersonation scams in 2025. That figure represents reports received by the agency, not the total amount victims lost, and it is not a measure of losses from the Hanks advertisements specifically. See the FTC’s 2025 data release.
It is bigger than celebrity scams
The same technology can imitate a family member, doctor, financial adviser, government official, employer, recruiter, customer-service agent, or local business. A familiar face or voice is not authentication. When a request involves urgency, health, money, credentials, or personal data, verify it through a separate trusted channel.
In Hanks’s case, what is established is that he warned about unauthorized advertisements using digitally manipulated versions of his identity. What remains campaign-specific may include the advertiser’s identity, the exact technology used, the number of victims, and whether a particular product company authorized or benefited from the ads. Those questions should not be answered by repeating the advertisement’s own claims.
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